Omnichannel in pharma: a 360-Degree customer View

Navigating the Shift Towards Personalized, Real-Time Customer Interaction

The “customers” from any industry are human beings that have adapted to the evolution of digital channels, and with that to a variety of new channels that have been added to the existing ones or sometimes replacing them. These human beings are all different with their own history, age, culture, context and environment.

Pharma and Life Sciences industries are no different to other industries when it comes to interacting with their audience, humans with their differences and preferences. The need for added-value interactions with Health Care Professionals, patients, patient associations and caregivers is a given that calls for personalized and customized approaches. The good news is that with the range of online and offline channels and their specific advantages are giving companies many options to play with.

The question is, how can a Pharma company move from a historically strong sales driven face-to-face push communication model, into a customer-centric, data-driven, real-time personalized omnichannel interactive model?  It is like trying to change the direction of a container carrier quickly and make it as agile as a speed boat.

Transformation needs time, 5 to 7 years, and it needs alignment of all elements, People, Processes, Technologies and Data, to create outstanding personalized experiences that adapt to the needs of the human beings that the companies interact with. The change is first internal, the technological choices and connections, aligned with Data flows go first before the matching new processes and onboarding, followed by training and adoption of the people.

It is crucial for companies to adopt integrated technological solutions and Data flows. Envision a system where all teams within the company have access to unified, real-time customer data. The second step is the design of internal processes that facilitate the use of the technologies for all internal profiles in contact with the customers. Omnichannel is also internal, it is tightly linked to change management in making the new technologies and processes used by all teams in an agile way.

Omnichannel marketing in pharma: Enhancing Customer Centricity Through Data

The cornerstone of achieving true customer centricity lies in the utilization of comprehensive, up-to-date data to inform all interactions. A 360-degree view of the customer ensures that every team member has access to the same information, enabling them to pick up where others left off without missing a beat. This approach not only improves customer relations but also internal efficiencies.

Implementing an Omnichannel Strategy

An effective omnichannel strategy in pharma and life sciences does not stop at merely gathering data—it’s about leveraging this data to enhance engagement across all platforms. Whether it’s the integration of analytics to predict and meet healthcare professional needs before they arise or the use of AI to personalize interactions based on past behaviors, the goal is to make every touchpoint count.

Real-World Application and Benefits

The benefits of this approach are numerous—from increased engagement and satisfaction among healthcare professionals to improved patient outcomes. Furthermore, by ensuring that all customer interactions are informed by a single, comprehensive view of the customer, pharma companies can present themselves as a single, cohesive entity, significantly enhancing trust and reliability in the eyes of their clients